Shares of Edinburgh-based investment giant abrdn rose as much as 12% on Tuesday as it returned to profit and abandoned its ridiculed, vowel-light brand name — the work of brand consultancy Wolff Olins, part of Omnicom Group.

The company will now be called aberdeen group plc. The firm’s shares are up about 30% in 2025 to around £1.82, giving aberdeen a current stock market value of roughly £3.3 billion.

The news came as aberdeen announced full-year 2024 results showing assets under management and administration (AUMA) rose 3% to £511.4 billion and IFRS profit before tax was £251 million compared to a £6 million loss in the prior year.

aberdeen reported increased profits in all three of its businesses — Investments, interactive investor and Adviser — “with strong progress in transforming our cost base.”

Outflows, however, persisted through 2024.

Full year dividend per share was unchanged at 14.6p.

Aberdeen said that in its Investments business, cost savings led to “an uplift in profit, with significant improvement in net flows.” Adjusted net operating revenue was 9% lower at £797 million “reflecting net outflows from higher margin products and changes in asset mix.”

Assets under management in Investments rose 1% to £369.7 billion. “Total net outflows improved to £4.0bn (2023: outflows £19.0bn) with higher gross inflows and significant reduction in redemptions.”

In its interactive investor business, aberdeen said adjusted net operating revenue was 3% lower at £278 million due to the sale of abrdn Capital in 2023. Excluding this, interactive investor revenue was up 7% “with continued customer growth and increased engagement reflected in higher treasury income, subscription fees, as well as trading and FX fees.”

AUMA at interactive investor were up 17% to £77.5 billion “with net growth of 8% in total customers to 439k (2023: 407k) and 29% in SIPP customers to 81k (2023: 62k).” Net inflows almost doubled to £5.7 billion.

Aberdeen reported increased earnings in its Adviser business with “adjusted net operating revenue up 6% at £237m (2023: £224m), reflecting the 12-month benefit of a revised distribution arrangement with Phoenix for the Wrap SIPP (2024: £27m, 2023: £15m).”

AUMA at Adviser were up 2% to £75.2 billion (2023: £73.5bn) “with positive markets more than offsetting net outflows, which remained elevated at £3.9bn (2023: outflows £2.1bn).”

CEO Jason Windsor said: “The group grew profit in 2024 for the first time in three years, with each business increasing its contribution. As our momentum shifts to growth, we have a clear focus on improving client experience and shareholder returns.

“We have strengthened and streamlined our senior leadership team and, with our sharper focus, we are committing to better results again in 2025 and 2026.

“Our position in the fast-growing UK Wealth market is exciting. interactive investor had excellent performance in 2024, achieving the number one position in the UK D2C market for net flows, and we expect continuation of this growth.

“Adviser is in the number two position in an attractive growth market. While outflows persisted through 2024, we are working hard to re-establish market leading service levels. We have a strengthened Adviser leadership team in place, with a clear plan of action, to deliver necessary improvements to return to growth.

“Investments saw a significant turnaround in flows compared to 2023, and improved investment performance. Xavier Meyer is now leading the repositioning of Investments to become a specialist asset manager, focused on its strengths in Real Assets, Credit and Specialist Equities – in each of which we have good competitive positions and clear growth prospects.

“Alongside our results, we are setting out our strategy to become a leading Wealth & Investments group, with new 2026 targets that underline the potential for the profitable growth we see in all of our businesses. Together with active capital management – and by further lowering restructuring spend – we are able to maintain the historic dividend per share from materially higher, and sustainable capital generation.

“This is a group to be proud of, with a promising future. We will deliver by looking forward with confidence and removing distractions. To that end, we are changing our name to aberdeen group plc. This is a pragmatic decision marking a new phase for the organisation, as we focus on delivering for our customers, people and shareholders.”

In its outlook, Abrdn said: “We have reached agreement with the Trustee of the defined benefit pension plan to utilise part of the existing surplus to fund the cost of providing defined contribution benefits to current employees.

“This is expected to result in an annual benefit of c.£35m to net capital generation from July 2025, with an annual review of other options including an insurance buyout.

“This agreement enables the group to unlock value from the plan, while largely maintaining the surplus and retaining optionality.”